Wendy’s clarifies position on dynamic pricing, says it won't raise prices

Burger fans need not worry: The price of food at Wendy’s will not increase thanks to dynamic — or surge — pricing, the company said Tuesday.

On Monday, news reports highlighted how the Ohio-based fast-food chain is planning to introduce dynamic pricing in 2025, resulting in a bevy of concerns that Wendy’s could charge more for burgers, fries, chicken nuggets and Wendy’s signature Frosty milkshakes during periods of high demand, like lunch time.

Wendy’s officials sought to clarify their plans for dynamic pricing on Tuesday, and the company told NBC News it had “no plans” to raise prices at high-demand times.

“To clarify, Wendy’s will not implement surge pricing, which is the practice of raising prices when demand is highest. We didn’t use that phrase, nor do we plan to implement that practice,” a spokesperson said in an email to NBC News.

A Wendy’s spokesperson told Fox Business on Monday that the chain will begin testing digital menu boards in 2025 that will utilize dynamic pricing and artificial intelligence-enabled menu changes and “suggestive selling based on factors such as weather.”

Monday’s statement did not mention that Wendy’s would only lower prices as part of its upcoming dynamic pricing implementation.

Dynamic — or surge — pricing has been used by many companies, most notably ride-hailing giant Uber, which fluctuates the cost of a ride based on demand changes that occur during rush hour or bad weather.

Wendy’s told NBC News Tuesday that the company is making a significant investment in technology, and the goal of testing the digital billboards is to benefit customers and employees.

“Digital menu boards could allow us to change the menu offerings at different times of day and offer discounts and value offers to our customers more easily, particularly in the slower times of day,” a Wendy’s spokesperson told NBC News.

The Pittsburgh area is home to about 60 Wendy’s locations, according to the company’s website.

Pennsylvania is home to the seventh most Wendy’s locations of any state with 259 locations. Florida, Texas, and Ohio all have more than 400 locations each. There are more than 6,000 restaurants located across the U.S.

A Dave’s Single cheeseburger currently costs $5.79 from a Wendy’s in Pittsburgh.

The initial news of Wendy’s surge pricing did not go over well online. Viral posts flooded social media, either mocking the potential of increasing prices or condemning the fast food chain for the decision.

just got 110 burgers from Wendy's. nice try but your surge pricing won't get me, I'm stocked up for the year ???? https://t.co/PydoS5hjA0 pic.twitter.com/yJu8tY4mx3

— gaz (@gazpachomachine) February 27, 2024

Wendy's is planning to roll out surge pricing on its menus starting next year

Prices would jump by as much as $1 during peak hours and decrease during slower periods

They went and Uberfied fast food pic.twitter.com/L0x0RhlCo5

— Morning Brew ☕️ (@MorningBrew) February 26, 2024

Fast food customers enjoying a $59 burger and $32 soda from Wendy's surge pricing pic.twitter.com/jZFznIw2Fa

— AL Khan (@caan_al) February 27, 2024